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Rebranding Marketing & Corporate Marketing the Case of Mondelēz

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Rebranding Marketing & Corporate Marketing the Case of Mondelēz ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ ΤΜΗΜΑ ΟΡΓΑΝΩΣΗΣ ΚΑΙ ΔΙΟΙΚΗΣΗΣ ΕΠΙΧΕΙΡΗΣΕΩΝ ΠΡΟΓΡΑΜΜΑ ΜΕΤΑΠΤΥΧΙΑΚΩΝ ΣΠΟΥΔΩΝ ΣΤΗ ΔΙΟΙΚΗΣΗ ΕΠΙΧΕΙΡΗΣΕΩΝ ΓΙΑ ΣΤΕΛΕΧΗ (MBA) Διπλωματική Εργασία REBRANDING MARKETING & CORPORATE MARKETING THE CASE OF MONDELEZ ΠΕΤΡΟΣ ΔΗΜΗΤΡΑΚΑΚΟΣ ΑΜ 1106 ΕΠΙΒΛΕΠΩΝ ΚΑΘΗΓΗΤΗΣ : κ. ΜΑΡΚΟΣ ΤΣΟΓΚΑΣ Πειραιάς, 2018 H παρούσα εργασία έγινε για εκπαιδευτικούς σκοπούς και ορισμένα από τα στοιχεία που περιέχει ενδέχεται να μην είναι απολύτως ακριβή. CORPORATE REBRANDING: THE MONDELEZ CASE DIMITRAKAKOS PETROS 1. Contents LIST OF TABLES & FIGURES ...................................................................................... 5 AKNOWLEDGEMENTS ................................................................................................. 6 ABSTRACT ....................................................................................................................... 7 CHAPTER 1: INTRODUCTION ................................................................................... 8 1.1. Study Approach ............................................................................................................. 9 CHAPTER 2: LITERATURE REVIEW ..................................................................... 10 Rebranding Marketing .............................................................................................................. 11 2.1.1 Rebranding Marketing ................................................................................................ 11 2.1.2 Rebranding marketing contrasted to branding marketing ........................................... 12 2.1.3 Reasons of Rebranding ................................................................................................ 12 2.1.4 From Corporate Branding to Corporate Rebranding .................................................... 14 2.1.5 Strategic corporate rebranding ................................................................................... 16 2.1.6 A model of strategic corporate re-branding ................................................................ 17 2.1.7 Rebranding Cases ........................................................................................................ 19 2.1.7.1 Best Corporate Rebranding Cases ........................................................................... 19 2.1.7.2 Case of Failure ........................................................................................................ 20 2.2 Corporate Marketing ....................................................................................................... 21 2.2.1 Corporate Marketing elements ................................................................................... 22 2.2.2 Corporate Marketing Mix ............................................................................................ 25 2.2.3 Characteristics of Corporate Marketing....................................................................... 27 2.2.4 Comparing corporate marketing with traditional (product) marketing ....................... 27 2.2.5 Corporate Communication .......................................................................................... 28 2.2.6 Comparing corporate communication and corporate marketing ................................. 30 2.2.6.1 Similarities .............................................................................................................. 31 2.2.6.2 Differences.............................................................................................................. 31 2.3 An overview of the Case of Mondelez ............................................................................. 33 3 | P a g e CORPORATE REBRANDING: THE MONDELEZ CASE DIMITRAKAKOS PETROS 2.3.1 Reasons of rebranding ................................................................................................ 34 2.3.2 Kraft-Cadbury: hostile takeover .................................................................................. 34 2.3.3 Mondelēz International: The beginning ...................................................................... 38 2.3.4 Dream - Values ............................................................................................................ 38 2.3.5 SWOT analysis ............................................................................................................. 39 2.3.6 A global snacks powerhouse ....................................................................................... 41 2.3.7 Revenue ...................................................................................................................... 41 2.3.8 Stakeholders ............................................................................................................... 43 2.3.9 Analyzing the Industry ................................................................................................ 43 2.3.10 Conclusions from external analysis ............................................................................. 48 CHAPTER 3: QUESTIONNAIRE ............................................................................... 49 3.1 Method ........................................................................................................................... 50 3.1.1 Participants ................................................................................................................. 50 3.1.2 Procedure ................................................................................................................... 54 3.1.3 Measures .................................................................................................................... 54 3.2 Interpretation of Data ..................................................................................................... 55 3.3 Summary ......................................................................................................................... 84 CHAPTER 4: CONCLUSIONS .................................................................................... 86 REFERENCES................................................................................................................ 88 INTERNET .................................................................................................................................. 90 APPENDIX .................................................................................................................... 91 4 | P a g e LIST OF TABLES & FIGURES Figure 1: A model of strategic corporate re-branding ...................................................... 17 Figure 2: Corporate Marketing elements ......................................................................... 23 Figure 3: Comparing corporate communication and corporate marketing ..................... 30 CORPORATE REBRANDING: THE MONDELEZ CASE DIMITRAKAKOS PETROS AKNOWLEDGEMENTS I would like to thank first my supervisor, Mr Tsokas, whose encouragement, guidance and support from the initial to the level enabled me to realize my research project. Moreover, this project would not have been possible unless interviewees' collaboration for the survey. Lastly, I offer my regards to all of those who supported me during the completion of my project (friends, librarians, lecturers). Petros Dimitrakakos 6 | P a g e CORPORATE REBRANDING: THE MONDELEZ CASE DIMITRAKAKOS PETROS ABSTRACT The purpose of this research project was to identify the impact of Kraft foods rebranding on consumer’s perception of corporate brand image. We decided to focus on this subject because it concerned one of the most famous FMCG companies of the world but also because it is interesting to understand if Kraft Foods reputation and image were strong enough to not have been affected by a strategic change as rebranding. We want to examine whether the consumption of the Kraft Foods products was affected, or the product brands were strong enough to overpass the corporate rebranding. Therefore our research question was: If there is a connection between the corporate brand and the product brands and specifically if the consumer behavior was affected due to the corporate rebranding? To achieve our research question, we decided to establish a quantitative method based on questionnaire. Furthermore, we chose to administrate these questionnaires on Internet and face-to-face in streets and stores from a diverse audience inside Greece. These surveys enabled us to answer to our research question and also to achieve our objectives. 7 | P a g e CORPORATE REBRANDING: THE MONDELEZ CASE DIMITRAKAKOS PETROS CHAPTER 1: INTRODUCTION 8 | P a g e CORPORATE REBRANDING: THE MONDELEZ CASE DIMITRAKAKOS PETROS 1.1. Study Approach Concerning our study approach, we decided to focus on a specific change in Kraft Foods life, which is its rebranding. Conversely, we wanted to understand and measure consequences on corporate image, measure if any, according to consumer’s point of view and our research question was the following: If there is a connection between the corporate brand and the product brands and specifically if the consumer behavior was affected due to the corporate rebranding? To answer to our research question, we will make some researches about the subject in order to know what academics have written on the subject. This information constitutes our second chapter, which is the literature review. Moreover, we will make a deep examination on the Case of Mondelēz International on a global level. Besides, in the third chapter which is the Questionnaire we will enunciate our research objectives and the method (Research
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